Tricia Nichols from The Gap opened the summit to talk about the mom as a storyteller (you can read about it here). Fun fact: The Gap was almost named "Pants and Discs" -- the founders, Donald and Doris Fisher, originally intended to sell pants and records in store, and thus Donald's inspiration. Fortunately, Doris stepped in and suggested "The Gap," which referred to both the gap the store would fill in the marketplace (apparently it was difficult to buy good pants back then) and the generation gap. Fortunately for the clothing giant, Doris prevailed.
In addition to the presentation from Pinnacle, which I'll get to in a minute, there was the Yahoo-sponsored presentation by Chef Fabio Viviani, who managed to feed the crowd delicious meatballs and get them thinking about how to market to moms. He demonstrated the mentality that advertisers need to take with moms -- namely, don't try to sell them a product; offer them high quality products that they need, and they'll do a lot of the marketing for you.
Jennifer Marlo, my fellow associate editor and partner in crime, was able to attend the Aunt Jemima case study. She kindly agreed to let me post her insights here:
"The social video recipe for success
Brandi L. Unchester from Aunt Jemima knows how to successfully promote marketing videos on social. At the iMedia iMoms Summit in Orlando, Fla., Unchester discussed how Aunt Jemima Frozen Breakfast found that capturing the brand's "just like homemade" story on video was a successful way of sharing information online."